Bombas Brand Breakdown Part Two: Email Strategy [DTC]( Banter Saturday, March 12, 2022 Last Saturday we analyzed Bombasâ bomb ass Facebook Ads creatives, uncovering the visual and copywriting tactics of one of the best in the apparel business. Today strap in for Bombas Brand Breakdown Part 2: a retention-focused analysis of the sock giantâs email game. In this newsletter, youâll find: ð ð§ What we loved (and loved less) about Bombasâ welcome flow, abandon cart, and post-purchase emails ââð Learn how minisocial UGC makes paid social magic for Soylent and Native deodorant ð¤ A report by Attest on what marketers need to know about the latest consumer trends Buckle up DTCâers because thereâs a ton of amazing learnings and insights from our Pilothouse email gurus in this one! Read till the end to access exclusive DTC swag. ð ð If a pal forwarded this to you, [subscribe]( , so you never miss out. Email ð Offer pop-up Bombas uses two-stage signup on mobile that captures SMS. For most brands, this is a no-brainer. By asking in stages, you wonât affect your email capture rate, and we all know what SMS can do for open and conversion rates. 20% is a significant discount when most brands offer 10-15%. Smartly, Bombas tells the subscriber the discount has already been applied, pre-framing them for their journey to become a customer. Bombas is comfortable with discounting, likely because the cost of goods sold for socks is on the lower side, but by offering a steep discount on the first touch, you teach the customer to expect discounts throughout their lifecycle. ð¡ Pro Tips from [Pilothouse]( : - Diversify the copy. Itâs super repetitive and mentions 20% off three times on the first screen in a way that seems lazy. Maybe because 20% is significantly higher than customers are used to, itâs worth repeating as this is the main reason youâd sign up, but weâd spice it up.
- Test images. According to a cross-analysis by Klaviyo, pop-ups that have imagery perform 40% better on average!
- Test a $ off discount instead of %. Those tend to convert better. ð Welcome email 1 The first email in Bombasâ welcome series is solid and conversion-focused. Your code is delivered first, followed by their top product bundles categorized by gender. ð¡ Pro Tips from [Pilothouse]( : - Make the CTA stand out. The primary Shop Now CTA has got to pop. Right now, itâs pretty small and hard to see, so it doesnât catch your eye as a CTA should.
- Think about future campaigns. By getting the user to select their gender, Bombas can tag this and later send emails with better customization to improve conversion.
- Increase AOV. Bombas smartly chooses to promote packs vs. individual products for higher AOV.
- Tell a visual story. Note how the product page draws your eye down to the bright blue Bombas Pledge and arrow-shaped logo centered at the bottom. The pledge is genius because it makes customers feel good about their purchases. This is great visual brand building! Up next: a cross-gendered abandoned cart, and objection conquering welcome email two! Sponsor Consumer trends that brands need to know for success in 2022 The world is changing at a fast pace, and this uncertainty impacts how consumers want to hear from brands. ð For marketers, an ever-changing landscape means that it's more important than ever to understand how people spend money, what they do in their leisure time, and how the future looks. Attest has put together a [must-read report]( from 2,000 US consumers looking at what's top of mind for them right now and how they want brands to respond. What's inside: - The type of messaging consumers want to hear from brands
- The top issues consumers want brands to take a stand on in 2022
- Which social media platforms consumers are using to interact with brands âincluding the rise of TikTok
- Where people are shopping, what they're saving up for, and the industries that look set to benefit ð [Get the report for free today](. Email ð Abandoned cart sequence Three and a half hours after we bounced from our first purchase, we received Bombasâ abandoned cart sequence. This seems slightly delayed as the expected timing is 1-2 hours for the first abandoned cart email. This one came with a cheeky, alliterative title. Having identified ourselves as male through this sequence, itâs interesting to note that Bombas shows imagery of women to invite us back to the purchase. We doubt this is accidental. ð¡ Pro Tips from [Pilothouse]( : - Gender bender. Donât be afraid to entice users with imagery the opposite sex, especially in a hail mary abandoned cart sequence.
- Intimacy sells. If youâre an intimate brand, leverage that intimacy however you can. ðââï¸ Welcome email 2: The second email in Bombasâ welcome sequence came two days after the purchase and focuses heavily on their replacement policy, which is positioned cleverly as âsock coverage.â More than just offering a strong replacement policy, Bombas helps customers visualize its value by laying out hypothetical issues that customers can either relate to or be amused by. ð¡ Pro Tips from [Pilothouse]( : - Use humour. This email makes a strong play for brand affinity and LTV with both value and humour.
- Include testimonials. After the graphic, Bombas continues the joke about alien abductions. Itâs funny, but with this real estate, weâd rather see a testimonial from a professional spaghetti eater whoâs taken advantage of the coverage.
- Keep it simple. Itâs quite a busy email, with at least five distinct font types. This is part of the fun approach but could be tightened up.
- Donât forget CTAs. The guarantee graphic is strong but could benefit from a CTA within that section. For the rest of the Bombas Email Breakdown, which covers Bombas Five email post-purchase email sequence (you wonât believe number four), [click through to the DTC Blog](. ðStay tuned for Part 3 of our brand breakdown on Bombas Sponsor Accessible UGC magic How to leverage UGC for your DTC brand? minisocial builds a community of micro-influencer creatives to produce fully-licensed content while generating the buzz associated with a traditional influencer campaign. With [minisocial]( campaigns, the proof is in the pudding. ð Bite partners with minisocial around product launches and strategic initiatives to generate timely content with micro-influencer creators that comes fully licensed right out of the box. Soylent needed to create testimonial-style UGC for ad assets and turned to minisocial to produce dozens of fully-licensed videos. Native has run dozens of campaigns with minisocial and utilizes content from their campaigns everywhere from email marketing, ad assets, and organic social. Want to learn more? Find a time to [connect with their team]( or check out their [case studies here](. ð [Get started]( and get 15% off your first campaign! Brands 𧼠[HiBar](: If youâre finally ready to cut the plastic out of your shower routine, itâs time to check out HiBar. Plastic-free shampoos and conditioners with salon-quality. ðª [Wellious](: Sometimes, whey protein powder just doesn't sit well⦠Almond protein is the new kid on the block. It tastes good, has great health benefits, and is 100% vegan. ð¥ [Tree Free Fire](: No need to shell out all your money to buy firewood at the campground anymore. Tree Free Fireâs portable campfires use wax and peat moss so you can âenjoy a campfire anytime, anywhere.â Referrals SHARE DTC NEWSLETTER Looking to upgrade your WFH lifestyle? ð Want to level up the marketing skills of your teammates and employees? Just grab your referral link below and youâll earn points toward cool gear for every new subscriber you bring to the DTC fam. Hereâs your unique referral link: [( [Share via facebook]( [Share via twitter]( [Share via whatsapp]( [Share via email](mailto:?subject=Check%20this%20out&body=%F0%9F%94%A5%20Signed%20up%20to%20this%20newsletter%20a%20couple%20of%20weeks%20ago%20and%20it's%20amazing%20for%20DTC%20marketers%20like%20you!+https%3A%2F%2Fsparklp.co%2F47c676d0%2F%3Futm_source%3Demail) [See how many referrals you have!]( ð Have you heard our latest podcasts? â£ï¸ Molly Garraway on Growing a CX Team to 100, and Then Starting from Scratch with [LoveSeen](. ð Restructuring Google Ads for Customer Avatars with Sean McGinnis from [Kuru Footwear](. ð¶ 40% Repeat Purchase Rate (Without Email) and True Meaning of Product-Market Fit with James Petrellis from [Mighty Munch](. 𥣠Mascots in the Metaverse: How to Make NFTs Work for Your DTC Brand with [OffLimits]( CEO Emily Elyse Miller. Donât forget to [rate the DTC Podcast]( on Apple (âï¸âï¸âï¸âï¸âï¸) DTC Newsletter is written by [Kelsey Hess]( and Rebecca Knight. Edited by [Claire Beveridge](. Was this email forwarded to you? Sign up [here](. NEED MORE DTC? ð [Advertise]( in DTC Newsletter. ð°Check out our course on [Facebook and Instagram]( ads! ð¥ Work for The DTC Newsletter: Send an email to Rebecca, rebecca@directtoconsumer.co, if youâre interested in writing for us! Rate Us How'd You Like This Week's Newsletter? Don't be afraid to hurt our feelings. [Meh]( [Solid]( [Superb]( [Fueled by Pilothouse]
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